How to innovate the talent training mechanism?

With the acceleration of modernization, the tobacco industry has entered a new stage of development. How to build a harmonious, responsible and honest tobacco industry, so that the industry can develop healthily in prosperity and adversity and remain invincible? As far as the specific forms of competition are concerned, the means of product competition, technology competition, brand competition and strategic competition are increasingly advanced and comprehensive, and the quality of marketing team ultimately determines the success or failure of competition. Therefore, building a professional and high-quality marketing team has increasingly become the basis for tobacco enterprises to win competitive advantage and marketing success. At this year's working meeting of Jiangxi Provincial Bureau and Zhangshu Municipal Bureau, it was mentioned that "three considerations" should be achieved, that is, giving consideration to retail customers, industrial enterprises and employees, paying more attention to and attaching importance to the interests of retail customers, industrial enterprises and employees, innovating working methods, refining working measures, speeding up the pace of work and paying close attention to work implementation. Although the construction of tobacco marketing team is becoming more and more standardized and scientific, from a broader perspective, in the face of increasingly complex cigarette market environment, the current level of marketing team can not fully meet the requirements of the development of the situation. Therefore, it is necessary to establish a professional and high-quality marketing team to make new contributions to industry development and regional economic construction, which is also the concrete embodiment of "employee-oriented". However, it is not easy to build a professional and high-quality marketing team. The author believes that it is necessary to innovate the talent training mechanism, especially the incentive mechanism. Due to the system and mechanism, the present situation of the marketing team is worrying, and it is difficult to adapt to the needs of the development of the new situation, mainly in the following aspects: First, the educational background and level are different, and the overall quality of the marketing team is not high. Most of the marketing teams of county-level tobacco branches have college education or above, but most of them are obtained by participating in various adult college entrance examinations, self-study exams or correspondence. Some of them lack a correct understanding of the fundamental purpose of learning and are only satisfied with obtaining diplomas. Their real professional level is still not high, and they are not active enough in their daily study and training. After attending the training, I don't pay attention to summing up and thinking, so it is difficult to improve my level. Second, the professional quality of the marketing team is not strong. In the county tobacco branch, the marketing staff have poor business skills, insufficient knowledge of enterprises, insufficient knowledge of products and little knowledge of the market. They don't even know the industry development trend and enterprise market situation, and they don't know how to sell products to retail customers and consumers. Third, the assessment system is not perfect. Although the county-level tobacco branch has formulated a series of target assessment methods and process management systems, due to the imperfect assessment system and lax implementation of the system, personal income and treatment are not closely linked with actual performance and personal ability and quality, resulting in some marketers' lack of professionalism and sense of responsibility, perfunctory work, lack of initiative and enthusiasm, and the phenomenon of "doing good and doing bad" is still widespread. Fourth, personal factors. Influenced by bad social atmosphere, some marketers forget their down-to-earth work style in their ideological understanding, bring hedonism to their work, treat their work carelessly, copy hard practices, stick to the old ways and be content with the status quo. Once they encounter complicated problems, they are helpless. In building a professional and high-quality marketing team, whether we can fully mobilize the enthusiasm and sense of responsibility of marketing personnel and improve the market analysis ability, brand cultivation ability and customer service level has a great relationship with whether we can innovate and establish a sound incentive mechanism. Establish the "people-oriented" incentive concept, give full play to people's subjective initiative, cultivate high-quality and all-round development people, and finally realize the profit purpose of enterprises. This requires always focusing on "putting employees in mind", innovating the talent training mechanism, and using the correct incentive means to effectively play an incentive role. Therefore, it is necessary to appropriately innovate the incentive mechanism in the marketing team construction of county-level branches to stimulate the internal motivation of marketers, so that they can work more actively towards the expected goals under the initiative and voluntary encouragement, give full play to their initiative, and become a group of professional and high-quality marketers, thus achieving fruitful results. Innovative incentive mechanism is mainly reflected in the motivation of marketers in terms of goals, responsibilities, emotions and materials. 1. goal motivation-the cohesion of the cause goal motivation is an incentive to guide, motivate and standardize marketing behavior according to the work objectives, and it is an important guarantee for marketers to successfully complete market forecasting, brand cultivation and customer service. At present, many people in the marketing team don't know the target clearly, and achieving the sales target is no longer the only standard of marketing work. Grasping the market situation, cultivating key brands, well-known brands and low-tar cigarettes, and serving customers in the jurisdiction have become more and more important goals in marketing. In this case, we should pay attention to the following two points when using target incentives. 1, the epochal and social nature of goal motivation. The reform and development of tobacco industry put forward newer and higher requirements for marketers. How to cultivate brands, how to serve customers and how to control the market have become the fundamental problems of marketing. Under the new situation, marketers are facing new challenges. The goal incentive for marketers should not only stay in the traditional practices in the past, but also inject the marketing team with strong target requirements at any time to strengthen their sense of mission. 2. Standardization and systematization of goal motivation. County-level tobacco branches should always put an important position on building a new marketing team with high professional quality. In the way of strengthening marketing services, strengthening team building should be the top priority, and the goals of marketing work should be clear and the expectations should be high, so that the motivation will be strong. (1) Attach importance to the ideological and theoretical education of marketers. To strengthen the ideological and theoretical education of marketing personnel, we should arm our minds with Scientific Outlook on Development's thoughts and standardize our behavior according to the contents stipulated in the instructions for internal managers. (2) Strengthen the professional skills learning of marketers. Improving the level and quality of cigarette marketing, brand cultivation ability and customer service level all depend on the effective combination of theory and practice. (3) The target content is specific and clear. Give marketing personnel specific and clear goals, and make marketing team building and marketing daily work a planned and purposeful behavior. According to the characteristics of each market segment, we can make clear and specific brand cultivation goals for marketers. In marketing, we should try our best to combine the monthly general goal of the county branch with the specific goals of each line, and then break down the goals weekly in the implementation process, and summarize and improve them in stages as the starting point of the next new goal. Second, the incentive of responsibility-the spur of competition Because the evaluation and scoring system of marketing has not been paid enough attention, although there are differences in evaluation between customer service departments, the marketers in the same customer service department are all the same. Doing more and doing less, doing well and doing badly, often leads to the marketers not paying attention to evaluation and thinking in their daily work. According to the characteristics of enterprise marketing, motivating marketers from responsibility and creating an atmosphere of competition and dedication can strengthen their role awareness and understanding of job responsibilities, and motivate and spur marketers to be dedicated and happy. 1, bring the new with the old, promote the new with the old, and focus on cultivating young and outstanding marketers. County-level branches can carry out the activities of "promoting the old and promoting the new", give full play to the leading role of experienced old marketers, and infect new and old marketers with their persistence and dedication to their careers; Encourage old marketers with the pioneering spirit of new young marketers and urge young and old to enter. 2. Open an experience exchange meeting, set a model and set an example, so that marketers can learn from the example and have a direction. County-level branches hold marketing experience exchange meetings every quarter to publicize some good working methods and advanced deeds, and invite marketers with outstanding achievements and characteristics to introduce their experiences. At the same time, we organize marketing personnel to study irregularly, and form * * * knowledge on the basis of full discussion, taking the advantages of others to make up for their own shortcomings. Give regular guidance to the marketing personnel who have no obvious effect, urge them to continuously improve their working ability and establish confidence in doing a good job in marketing. 3. Establish a quantitative evaluation system for marketing work, evaluate marketing "virtue, ability, diligence and performance", and improve the evaluation and scoring system for marketing personnel in county-level branches. County-level branches should scientifically and fairly evaluate the work performance of marketers, and take the evaluation results as the basis for rewards and punishments, which will have a positive role in promoting marketers. We can quantify the points according to the Administrative Measures for Marketing Personnel's Work Assessment, and increase transparency and improve the assessment and scoring system based on the principles of objectivity, fairness and accuracy. At the same time, the assessment results should be linked with performance, so as to overcome the phenomenon of doing or not doing, doing more and doing less, doing well and doing badly in marketing work, which has a greater incentive effect on marketers. In addition, county-level tobacco branches can also conduct star rating for marketers, and establish and improve the star rating system for marketers, thus forming a good situation in which you chase after me. Responsibility incentive introduces competition into the construction of marketing team, creates a scene and atmosphere that is both challenging and has certain group pressure, urges marketers to produce psychological pressure, improves their psychological activity level, breaks the unchangeable boring phenomenon in their original work, stimulates the morale and vitality of the majority of marketers to actively work, strengthens their sense of post responsibility, and obviously improves their work enthusiasm and effectiveness. Third, emotional motivation-the personality charm of leaders Nowadays, leading cadres are increasingly lacking the mass consciousness of "coming from the masses and going to the masses", and often going to rural outlets is just a form. Did not settle down and settle down to solve the difficulties encountered in daily work, and did not set a good example for front-line marketers. Therefore, the construction of leading cadres is the focus of county-level marketing team construction and the source of ensuring the cohesion of marketing personnel. With the continuous updating and development of marketing, it is urgent to strengthen the construction of leading cadres at the grassroots level in marketing. First, improve various rules and regulations, strengthen training, improve the knowledge structure of grassroots leading cadres, innovate ways of thinking, and enhance leadership ability; The second is to standardize the assessment mechanism and effectively solve the problem of cadres being promoted and demoted. Combined with the assessment and appointment of marketing managers, we should further implement the dynamic management of grassroots leading cadres, optimize the structure of grassroots leading cadres, eliminate inertia and improve the enthusiasm and creativity of grassroots leading cadres; The third is to break the identity boundary between formal employees and hired employees. As we all know, most employees are currently employed by county-level tobacco marketing teams, and they play a very important role in daily visits. It is necessary to seriously solve the work development problems of employees and let them form the spirit of "taking cigarettes as their home". Form a sense of crisis and responsibility in formal work, be self-pressurized, be proactive and work hard, and form a good atmosphere of "everyone thinks about the past, makes achievements everywhere and pays attention to dedication everywhere" in the whole marketing team. Confucius said, "His body has no orders, but his body has no orders." Leading cadres of county-level branches should be strict with themselves, be honest and set an example, which is a silent command and the most convincing. What marketers are asked to do is what they do first, so as to motivate marketers to work more actively. Leading cadres are the source of work instructions for ordinary cadres and workers, and they are also the main evaluators of their work performance. The interaction between leading cadres and workers plays a very important role in workers' working attitude. This requires leaders to pay equal attention to kindness and prestige, treat their subordinates fairly and justly, and keenly perceive their emotional state, understand and properly meet their needs, which is an important factor to effectively motivate cadres and workers. At the same time, leading cadres should understand, respect, rely on, care for and trust the vast number of marketing personnel, not only create opportunities for them at work, provide opportunities to exercise their abilities, actively support and cultivate them, and make them work hard; It is also necessary to give political concern and meticulous care and help in life. In some policies, we can appropriately "tilt" the marketing staff and fully mobilize the enthusiasm of every marketing staff. Fourth, material incentives-the attraction of treatment Material benefits are an important guarantee for human life. Marx once pointed out that everything people strive for is related to their material interests. Caring for people's material interests means constantly meeting people's needs for basic living materials, durable goods for material life and durable goods for culture. Material benefits are also the most effective incentive factor to stimulate people's initiative, and of course it is also the guarantee for the construction of marketing team. In the construction of marketing team, we should not only pay attention to motivating marketing personnel from the aspects of goals, responsibilities and emotions, but also pay attention to effectively combining material incentives with the above-mentioned spiritual incentives to maximize the role of incentives. A pleasant working atmosphere is a very important factor affecting efficient work, and a pleasant and respectful atmosphere plays an important role in improving the enthusiasm of employees. If you have to work in a dead and depressing working environment every day, who may actively participate in your work? Improving the living and working environment of marketers and improving their living and welfare benefits is another powerful incentive factor, which can mobilize the enthusiasm of marketers quickly, timely and effectively, and is also an important guarantee for the long-term stability of marketing teams. County-level branches must establish an objective and fair material incentive evaluation system and formulate corresponding material incentive measures in a timely manner according to conditions. Judging from the current construction of marketing team, our county-level branch should not only implement the salary and welfare benefits of marketing personnel according to the municipal company, but also improve the living conditions of marketing personnel in rural outlets and the fuel subsidy in daily market visits in time, so that marketing personnel can work more comfortably. Building a professional and high-quality marketing team is a systematic project and a long-term and arduous task. Whether this team can adapt to the needs of the new situation and the development of new tasks will directly affect the sustained and stable development of the tobacco industry after China's accession to the WTO. In the future work, we must keep in mind the "two musts" and "three musts", keep pace with the times, take talents as the foundation, gradually improve the reform of personnel system, and manage people and handle affairs with the system; Constantly standardize business behavior, innovate and forge ahead, improve the brand cultivation ability of marketing team and the ability to serve cigarette retailers, and make unremitting efforts to build a professional and high-quality marketing team that adapts to the development of the times.